Tulip Ltd.'s Danepak bacon has all the flavor minus the salt.

RANDERS, Denmark – Tulip Ltd., a unit of Danish Crown, is launching its Danepak brand of bacon products with 30 percent less salt.

The company credited its new curing process which utilizes Iposol, a sea salt solution developed by Iposol GMBH. Tulip said the new process preserves the unique flavor and eating experience of the original Danepak bacon.

"Danepak bacon has for over 40 years been loved by households across the UK," said Simon Harrington, senior brand and licensing manager. "The reduction of its salt content by a staggering 30 percent will mean that consumers looking for a tasty treat can rely on Danepak's ability to deliver on quality and taste whilst offering a healthier alternative to standard bacon.

"Our unique curing process is an industry first and we are incredibly excited by the additional sales opportunities that our newly developed technology will offer our retail and foodservice customers over the coming months," he added.

As part of the product reformulation, Tulip announced a complete redesign of existing branding and packaging formats that will be supported by a multi-million pound above and below the line advertising campaign. The company will relaunch the Danepak brand later this year.

The 30 percent less salt Danepak line of back bacon rashers will initially be available in Tesco, Co-op and Booths stores from early February 2015.